Political Advertising in the 21 st Century : The Influence of the YouTube Ad
نویسنده
چکیده
This paper explores the influence of online political advertising in the form of digital videos posted on YouTube. We focus on the various campaigns for U.S. Senate in 2010. Using data on the content of online ads, television spots, survey data and coding of media coverage, we examine several indirect measure of YouTube‘s influence on election outcomes. Our findings indicate that online advertising matters. First, when asked to describe a campaign ad, some people recall online-only ads. Online video use is positively associated with ad recall at the individual level, and how often ads are recalled in the aggregate depends on how much exposure they had online. News media coverage of ads posted online, however, is dwarfed by coverageof television advertising. Paper prepared for the annual meeting of the Western Political Science Association, March 2224, 2012, Portland, Oregon.
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